Who are online shoppers in Romania

In Romania, more than 4.5 million users visit e-commerce websites. They represent half of the total number of internet users in Romania. Gemius has checked who Romanian e-customers are and what kind of goods they are looking for online.

It turns out that men shop online more often than women. According to the Gemius data, 55 per cent of online shops’ customers are male, while 45 per cent are female. Moreover, e-commerce websites are mostly visited by the internet users who live in the cities (they represent 68 per cent of visits). Approximately 20 per cent of them are regular customers who make at least one acquisition per month. On the other hand, 32 per cent of the e-clients live in the countryside, and only 5 per cent of them are loyal customers.

"For an online shop it is essential to know the profiles of its clients, so that it can develop strategies according to the needs. In contrast, professionals involved in e-commerce are more often focused on technology, the systems that allow them to sell more and more efficiently, rather than on thinking about the real customer - says Andrei Tescan".

Women for fashion, men for electronics

The analysis shows that women mostly visit online shops in search for three types of goods: clothes and accessories, travels, furniture and home decoration. In contrast, men visit e-stores selling IT and electronics (more than 56 per cent of visitors on those websites are men).

It also turns out that the typical clients in online fashion shops are females who use the internet and social networks on a daily basis, have more than 5 years of experience in using the internet, don’t have children under 14 years old and don’t usually pay by card. On the other hand, the typical user of IT and electronics online shop is a man aged 30-55, who uses the internet every day.

Andrei Tescan, digital marketing consultant at Gemius explains: "For an online shop it is essential to know the profiles of its clients, so that it can develop strategies according to the needs. In contrast, professionals involved in e-commerce are more often focused on technology, the systems that allow them to sell more and more efficiently, rather than on thinking about the real customer"

The data quoted originates from an international internet study measurement (gemiusAudience) conducted by Gemius in more than 30 countries. It aims to research into the number and demographic profile of internet users and the manner in which they utilize the web, audio and video content, as well as mobile applications. The study is performed according to Gemius proprietary hybrid methodology and in accordance with the ICC/ESOMAR international code of conduct.